MKTG 430- Midterm Exam Guide - Comprehensive Notes for the exam ( 39 pages long!)
Document Summary
Gain following through social media which in return makes them a celebrity. Can become an influencer for brands based on their popularity. Information can be communicated and spread rapidly through social media, typically much faster than in other forms of media. Information flows on social media can take one of two general forms: one to one (narrowcasting, one to many (broadcasting) Guest blogging one way to have high seo"s. Social media marketing: think about what as in what marketing activities take place in social media channels- wrong focus! Instead, think about how marketing activities through a social media presence can create value for companies. Objective 3: relying on any single social media channel for any particular purpose would be myopic and ineffective. Web 2. 0: the defining characteristics of social media: web as platform, user participation and user-generated content, crowdsourcing, networking effects, perpetual beta, reputation economy. Influence desire: encourage trail, cement brand loyalty, recover from service failures.
